Young Alumni Giving Program Overview May 2007 In 2006, it was determined that a multi-faceted giving campaign needed to be developed to encourage giving of our Young Alumni. Graduates within the past 10 years account for over one quarter of JMU s alumni base. A Young Alumni Test Group of 5,000 graduates was randomly selected. Young Alumni are those individuals who have graduated within the past 10 years (1997-2006). Viking identifies approximately 27,000 alumni within this range and that number will continue to increase as class sizes continue to grow. Of the 5,000 in the test group, nearly half are never givers. Of those who have given, the majority only gave their senior year as part of the Senior Class Challenge. In addition to the Test Group, the Madison Fund also identified 74 individuals who would serve as part of a focus group. This group was asked to complete a written survey as well as participate in a focus group in their area. (Focus groups were conducted in Maryland, Northern Virginia, Richmond and Harrisonburg). It was determined that the Madison Fund needed to reach out to our young alumni using a different approach. Messages needed to be developed which were appropriate to this younger generation. The campaign developed had the following components: Bulleted quick facts/short sentences Visual 4-color postcards developed Multi-Faceted Contact young alumni using a variety of different media (postcards. Email, letters) The message conveyed throughout the campaign was: It s the fact that you give, not how much you give. This message speaks to the fact that we recognize that recent graduates may not have the capacity to give at higher levels but that a gift of any amount is of importance to the University. Young Alumni Annual Giving Campaign (Sent to Test Group) - Multiple pieces sent between Oct. 2006 and May 2007 Kline s Dairy Bar postcard Oct. 2006 Mr. J s postcard Oct. 2006 Mass email November 20, 2006 Letter with a bank to save spare change Nov. 2006 Mass email encouraging alumni to send in collected change May 2007 Ltr. requesting that collected change be sent in week of May 14, 2007
Expenses of mail campaign Item Description Budget Actual Total Costs Postcard #1 Printing 586.72 586.72 Postage 1529.78 1529.78 Sent first class in Friendship 269.15 269.15 2,385.65 Postcard #2 Printing 586.72 586.72 Postage 678 656.71 Friendship 270 265.89 1,509.32 Bank Mailing Production 3350 3592.93 Printing (Envelopes) 500 348.02 Postage 1000 1021.45 Bank Mailing Soliciting Gift Friendship 500 1517.27 6,479.67 Printing (envelopes & gift cards) ~ $750 Postage ~ $750 First Class ~ $500 ~ $2,000 Budget for campaign was $12,210 Spent $12,374.64 + ~ $500 for focus group meals Note -Over budget b/c (unexpected) Focus Group Results A total of 25 graduates participated in the four focus groups (out of 74 identified as part of the focus group). Attendees were asked the following questions: - What is your giving story? - Are you philanthropic? Why do you choose to give or not give? - How does JMU find you, reach you, keep you connected? - Do you know about the President s Council? Do you like the idea? Would you make a gift at the appropriate level to be a part of the Council? Common messages heard at Focus Group meetings conducted in Maryland, Richmond, Northern Virginia and Harrisonburg: - The focus group tended to agree that they were more likely to give to something that touches them in a personal way. - There is a misconception that a small gift is not needed and/or do not make a difference. We need to continue to emphasize that gifts of any amount are appreciated and add up. - This age group is very interested in where their gifts will be used if they give to a general fund. - Ask graduates to give to a specific fund that is of interest to them (segmentation). Giving to a specific fund was mentioned repeatedly.
- These individuals need to feel connected to JMU. Keep them updated on what is going on at JMU (new buildings, new programs, etc.) They suggested that the more connected they feel, the more likely they are to give. - Mixed feelings re: asking for a gift the first year out. Some focus group members felt that it was necessary, others felt that we should only send them messages that make them feel connected. - It was noted that they like to receive something small in return for their gift. - Need to emphasize why JMU needs gifts. Several people mentioned that they don t see JMU as a charity. - Several suggested that we need to do more to promote the Alumni website and online community. Also need to do a better job of promoting alumni chapters and the activities they have. - Suggestions on ways to connect included email, Facebook, and phone calls, although very mixed feelings about calling cell phones. Alumni indicated that they still liked receiving mail. - Need to make it easy to give automatic bank withdrawal or monthly credit card payments were suggested. - Re: the President s Council people liked the idea of a mid-range giving club; also thought it would be good to recognize consistent giving of any amount. - Several people suggested that they like to see their name in print even small gifts should be recognized in Madison Magazine - Graduates need regular reminders to keep their information updated postcards / letters to parents asking for updated info. Survey Results 26 people completed the Young Alumni Giving Survey - Did you give to Senior Class Challenge? o 11 responded no did not have the money to give and the program was not well advertised o 14 responded yes liked giving back to JMU; several feel that it has influenced their current giving - Do you give now? If so, why, if not, why not? o 10 responded no giving in other ways (alumni chapters/football tickets); not financially able to give at this time o 13 responded yes understand the importance of giving; give to a specific fund - Do you think it is appropriate to title those alums who have graduated within the past 10 years young alums? If not, what should they be called? Doe sit make sense to have focused giving efforts for this age group?
o 6 responded no GOLD (graduates of the last decade), New Alums, Recent Alum, Fresh Alum o 20 responded yes Keep in mind that ask should be at a lower level; recent graduates still have JMU close at heart - Should JMU ask for a gift within the first year of graduation? Do you think being asked for a gift the first year after graduation would make you more or less likely to make a gift 10 years after graduation? o 10 responded no not yet financially stable; still paying off school loans o 10 responded yes no harm in asking but only ask for a small amount - Do you feel connected to JMU? Is a lifelong connection important to you? Is there a relationship between giving to JMU and feeling connected to JMU? o 1 responded no o 25 responded yes Feel connected for a lifetime; need to remind alums of this connection to increase giving - To follow are some ways to become more involved with JMU. Indicate the extent to which you agree with each statement: o 17 I would like to volunteer on a committee o 13 I would like to help with regional events o 9 I would like to help with fundraising o 7 I would like to help with class reunion planning o 17 I would like to visit campus - Would a 2004 JMU graduate respond differently to please make a gift to JMU than a 1994 graduate? How about a 1984 graduate? o 22 responded that there is a difference 12 believe that the 94 graduate would have more $ to give 4 believe you just need to focus on specific demographics of interest to graduates - Is giving to JMU a good investment for you? Do you feel you get value back for your gift? Do you believe JMU spends your money wisely? Do you believe your contribution makes a difference? Do we show our appreciation of your contribution genuinely and appropriately? o 14 feel it is a good investment o 2 don t see it as an investment o 5 feel they get value back o 3 don t feel they are given anything back o 4 would like to know where the money is going and how much was raised
o Thank you notes and calls are appreciated; would like a small incentive for making a gift; would like recognition in Madison Magazine - How would you like us to demonstrate the impact of your philanthropy? Something named for you? Meeting some of the people you ve helped (letter, phone call, email, other)? Receiving a report on how your money was spent? Attending a recognition event? Becoming part of a giving society? Other? o 7- letter o 9 - report on how money was spent o 4 - giving society o 5 events o 2 - email o 5 - all ideas are great o 3 - no recognition needed o Comments list in Madison Magazine; include a small gift with thank you letter; donor comparisons by class - How large would a gift to JMU have to be for you to consider it to be worthwhile? o 16 - feel any amount is worthwhile o 3 - $20-$25 o 1 - $50 o 5 - $1001 o 3 - $500-$1000 o 1 - $5000 to $10,000 - Is being involved in something like the President s Council something that entices you to give? At the $200 level? At the $1,000 level? Is that $800 leap from year five to year six a lot to ask to maintain that membership? Have you ever heard of the President s Council? o 11 - No it doesn t entice them to give o 5 - Yes it does entice them to give o 10 - $800 is not a gradual leap and/or is too much o 8 - have never heard of the President s Council o 4 - have heard of the President s Council with 2 being members - Are you more likely to give to James Madison University or to the major program from which you graduated? Are you aware of all the opportunities? How do you feel about unrestricted giving? o 7 -would give to their major or a program of interest o 11 - would give to JMU in general o 4 - would want to know where there money is going
- How do you/would you prefer to give? o 14 Check o 13 - Credit Card o 2 - Cash o 14 Online o 5 - Direct Mail o 4 - E-Solicitation o 4 - Personal Visit - With the ever-changing technology, do you feel it is appropriate to receive a phone call from Madison Connection, our student call center, on your cell phone? Please explain why or why not? o 20 no - cell phones are for personal use and it costs some people for answering calls; most don t like phone solicitation in general o 6 yes - it is there only phone - Would an alumni giving competition among other schools in our conference make you want to give? o 8 yes o 3 possibly o 13 no - Do you know about matching gifts? Is your company a matching gift company? If so, would it entice you more to give, knowing that your donation is worth more via matching funds? o 19 - do not work for companies that match gifts o 4 work for companies that match o Comments: everyone knows about matching gifts and most said if they re company matched gifts, that would entice them - What organizations do you support in addition to JMU? o 7 - give to church o 4 - do not give to any other organizations o 1 - gives time but not financially o Other: YMCA, Special Olympics, Boy Scouts, Girl Scouts, St. Jude s, American Cancer Society(2), Diabetes (2), Lawyer Organizations, political parties, Red Cross (2), animal shelters, Salvation Army (2), Adopt a Family, Make A Wish, Susan B Komen Foundation (2), March of Dimes, SPCA o Comments: On average, those surveyed give to two organizations - Please rank where JMU ranks in your giving priorities. o 6 - Top Priority o 10 - Top 3 priorities o 5 - Below top 3 priorities o 4 are not currently in a position to give to any organization.
- When you think of giving to your alma mater, do you: o 7 - View it as a social responsibility o 22 - Think of it as a way to make a difference o 2 - Grumble and think All they ever want is my money - JMU has communicated important, achievable goals in terms of private funding o 3 - Strongly Agree o 11 Agree o 9 - Neutral o 3 - Disagree - JMU can only achieve its goals with an increase in private funding. o 5 - Strongly Agree o 12 Agree o 8 Neutral o 1 Disagree - The value of my degree will increase if JMU achieves its private funding goals. o 9 - Strongly Agree o 9 - Agree o 5 - Neutral o 3 - Disagree Focus group members received a packet of materials that were sent to the test group (postcards, letter and the bank), and were asked to give feedback on the materials did they like them, were they effective. - 6 - felt that the items didn t compel them to give - 10 - liked the items - 7 - had mixed reviews: a lot liked the Mr. J s and Kline s postcards; the most controversial item was the change box. About half liked it and about half didn t. Demographics of Young Alumni Test Group (4,882 alumni identified in Viking) 2,905 Female; 1,977 Male 685 - listed as married; 4,197 listed as single Graduating class = 1997 378; 1998 353; 1999 421; 2000 567; 2001 524; 2002 505; 2003 503; 2004 576; 2005-587; 2006 460 Colleges = Science & Math 273; Arts & Letters 1,864; ISAT 1,491; Education 105; Business 1,144 4,091 have never made a gift Of the 791 who have made a gift, the majority only gave to MCC
Years of giving = 1 year 378; 2 years 136; 3 years 88; 4 years 44; 5+ years 24 Total Giving = $1 - $5 24; $6 - $10 22; $11 - $20 56; $21 - $30 125; $31 - $49 23; $50 - $99 152; $100 - $149 52; $150 - $199 62; $200 - $299 60; $300 - $399 28; $400 - $499 9; $500 - $999 28; $1000+ - 6 Next Steps Approved budget initiative for the 2007-2008 fiscal year will allow for increased circulation of Madison Magazine to young alumni ($40,000) as well as the development of a compelling, multi-faceted giving campaign targeting all of the young alumni identified in Viking ($45,000). Suggestion for 2007-2008 campaign - Show how smaller gifts can be used: o 10 gifts of $10 provides XXXX o 25 gifts of $25 provides XXXX o 50 gifts of $50 provides XXXX o 100 gifts of $100 provides XXXX - Promote JMU website and Alumni website to increase connectivity - Remember your time at Madison make it personal